The journey of a potential customer and the pieces of content they consume along the way is a subject near and dear to my heart, and it makes the cogs in my brain start to turn.

When I am researching products and services, I always look at the content being served to me at various points during my journey. Let’s explore the buyer’s journey from the beginning of research to making a purchase.

Perhaps—possibly—you’ve had a chance to take a step back and reflect on how much has changed in the last two years.

March 2020 was truly a different time. As a marketing leader, your priorities have undoubtedly shifted. Whether it was a short-term pivot to reach customers where they were (at home, in front of a screen) or refocusing your big-picture goals to account for all that was happening in your industry or the world…the point is, going forward, you’re going to need a solid plan.

Take a look at your browser tabs right now.

Or, check your phone real quick.

Is there an open or unfinished shopping cart floating out there? Chances are there is, but don’t worry—you’re the rule, not the exception.